Marketing and advertising advice for owner-operated businesses
Given a choice between rolling in fire ants or stomaching conversational radio ads, I’d opt for the ants; the pain of phony-baloney radio dialog takes longer to heal than ant bites.
That’s too bad since natural, human dialog can create compelling radio. Conversation is, unfortunately, incredibly difficult to write—especially when you write by the rules of good grammar.Continue Reading
A client recently asked, “why is it the customers I’m nicest too wind up being the most difficult?”
He went on to describe how those same “difficult” clients were often the first to drop him for a competitor.
The answer, to paraphrase Shakespeare, lies not in our clients, but in ourselves.Continue Reading
Buying signals come in varying sizes and weights. The most obvious of them, aside from when a customer reaches for their wallet is when they ask, “How much is it?”
Whether the sale is won or lost in this moment of truth rests on the readiness of your reply. I found myself on the customer end of an almost-buying experience last week that went south after I asked THE question: Continue Reading
There's something new under the hood of the 2013 Ford Mustang. But, you won't see it in ads. Instead, Ford understands anchoring to what's under your hood is more likely to move these cars.Continue Reading[powerpress]
